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This piece was authored in conjunction with The Conference Board Council on Corporate Brand Management.
While branding has always been about shaping experiences, today, in the age of 24/7 communication and social media, the challenge has shifted from shaping the message to managing an active conversation. With developments in digital communications, a company’s brand, reputation, product offerings, and employee behavior are the subject of a continual conversation among consumers, interest groups, and the public at large.
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